Christmas celebrations start in Denmark with advent which means "coming". It is the coming of Christ that is referred to. Originally it was also a time for fasting and doing penance and thereby preparing yourself for the Christmas feast.
On the fourth Sunday before Christmas Eve - the first Sunday of advent - a wreath of pine twigs mounted with four candles and red or purple ribbons is hung up and one candle is lit. The following Sunday the next candle is lit, lighting one more each Sunday. This tradition is the first sign of Christmas approaching. That, along with the ample amounts of Christmas decorations around town.